Kabir Jeet Singh, CEO and Founder of Burger Singh, Reveals How His Indian Twist Turned the Brand into a Franchise Sensation

At StartupTalky, we’re excited to explore the story of Burger Singh with its CEO and Founder, Kabir Jeet Singh. Singh shares how his love for adding an Indian twist to burgers, which started during his MBA studies in Birmingham, led him to start Burger Singh in 2014. The franchise has since won over Indian customers with its unique flavours and local touch.

With a smart business model and big plans for growth, Burger Singh is making its mark in the fast-food industry. In this exclusive interaction, Singh shares insights into the company’s journey, the challenges it has faced, and what’s next for this popular burger chain.

StartupTalky: Can you tell us about the journey of Burger Singh? How did it all start?

Mr. Singh: The inspiration behind starting Burger Singh came from my experience when I was working at a local burger outlet in Birmingham while pursuing my MBA. I found myself captivated by flavors and tried to give the typical burgers an Indian touch that also garnered positive feedback from customers. This was my Eureka moment to launch Burger Singh in 2014. With the first outlet in Gurugram, we marked the beginning of our journey to bridge the gap in the market, where foreign brands catered to an Indian audience with flavors unfamiliar to them.

StartupTalky: What makes Burger Singh different from other burger chains in India?

Mr. Singh: As I experimented with typical American-style Burgers to give it an Indian twist, I saw a huge potential when people actually started liking it. And, the way we bring out the amazing taste of Indianised burgers, sets Burger Singh apart from other burger chains. It is the perfect fit for the Indian Market in both taste and value for money. Along with this, our commitment to quality, affordability, and a strong local identity has resonated with Indian food enthusiasts, making Burger Singh a beloved choice.

StartupTalky: Can you explain the business model of Burger Singh?

Mr. Singh: Burger Singh operates a hybrid model with 70% franchise-owned stores and 30% company-owned. It has four different forms of outlets.

1. Express: Kiosks in high-footfall areas like malls and airports.
2. Food Court: Small spaces (200-300 sq ft) in busy streets and food courts.
3. Dine-In: Larger spaces (800+ sq ft) in Tier 2/3 cities.
4. Drive-Thru: Large spaces (1000+ sq ft) on highways for quick ROI.

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StartupTalky: What are the key requirements to become a Burger Singh franchise?

Mr. Singh: To become a Burger Singh franchise, We provide locations to franchisee owners, the ability to open the store within, the required capital as per the chosen model, a marketing launch budget of INR 2 lakhs + GST, and an additional 300 sq. ft. for raw material storage. More details are available on burgersinghonline.com/franchise.

StartupTalky: What kind of support and training does Burger Singh provide to its franchisees?

Mr. Singh: Burger Singh’s management team gives franchisees in-depth training to teach everything one needs to know about running a profitable store. This training can take place either online or in person at our headquarters in Gurugram. We also provide a New Store Opening Team that visits the location to guide the new staff until they are fully trained.

In special cases, the staff may need to visit existing Burger Singh stores for additional hands-on experience. The process doesn't end here, as we offer refresher training sessions based on one's needs to ensure that staff remain up-to-date with the latest practices and standards.

StartupTalky: What is the initial investment needed to open a Burger Singh franchise? Are there any ongoing fees or royalties that franchisees need to pay?

Mr. Singh: To open a Burger Singh franchise, the minimum investment starts from INR 13.3 lakhs + GST. This covers the setup cost, franchise fees, and operational expenses. However, factors like the location of the outlet, rentals, revenue, etc. define the investment more precisely. The franchisee will also need to pay 6% for royalty and a 2% administrative fee to help Burger Singh provide ongoing support, marketing, and operational guidance.

StartupTalky: How does Burger Singh ensure quality and consistency across all its outlets?

Mr. Singh: At Burger Singh, we ensure food safety and quality by following the rules set by the Food Safety and Standards Authority of India (FSSAI). We maintain strict hygiene in our kitchens, check the quality of our ingredients, and regularly train our staff on safety practices. We source ingredients from trusted suppliers and use technology to monitor food safety. Regular audits and inspections help us stay compliant with safety standards, ensuring we serve safe and high-quality food to our customers.

StartupTalky: What kind of marketing support does Burger Singh offer to its franchisees?

Mr. Singh: Burger Singh helps its franchisees with marketing in several ways. We do brand-level campaigns for the whole brand and manage social media. This helps each franchisee get more customers and keep them coming back.

StartupTalky: Can you share some insights on the profit margins for a typical Burger Singh franchise?

Mr. Singh: The ROI on a franchise's investment depends on multiple factors like location, rentals, expected revenue, etc. There is no one answer to that question. To get a better idea of what it is likely to be, the franchise can contact Burger Singh’s franchise support.

StartupTalky: Are there any new products or services that Burger Singh is planning to introduce?

Mr. Singh: We have recently introduced a new kiosk model, “Burger Singh Express,” at airports, metro stations, universities, etc., replicating our successful plug-and-play model currently present at 25 metro stations in Delhi NCR. We will further introduce 16 more of these kiosks in airports of Tier 2 cities like Guwahati, Chandigarh, Imphal, Varanasi, etc. We have launched a delicious and affordable meal combo called the “Inflation Mukt Combo,” priced at just INR 99. This low-priced, high-quality combo is to be available to the audience from all Burger Singh outlets.

StartupTalky: What are Burger Singh's plans for expansion in the next 5-10 years?

Mr. Singh: We are planning to open 120 new outlets and increase our total to over 300+. States like Maharashtra, Hyderabad, Bangalore, and Chennai, and cities like Guwahati, Chandigarh, and Varanasi are on our radar for outlet launches. In 3 years, we aim to boost our transit retail share, including stores in train and bus stations.

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